How to scientifically improve conversion rate and click-through rate?

This method is effective in some cases, but its side effects are also obvious. Price adjustments increase the cost of delivery, and high costs force new plans to be created. This can easily lead to an endless cycle of "adjusting prices, creating new plans, adjusting prices again, and creating new plans again," which will undoubtedly greatly affect the progress of the business.

So how do we avoid falling into such a vicious cycle? Today we will start from two key data dimensions and re-examine this logical system based on actual business.

The article mentions several uncommon nouns. Here are some of them for you to learn more about:

Click-through rate: the core data that directly affects the display volume. The advertising platform assesses CPM profitability (actual revenue cpm = cpc *ctr*actual impressions). The higher the click-through rate, the more impressions the media platform will allocate to you in order to get a higher CPM.

Daily budget: The budget setting affects the consumption rate. In the same category, an advertising plan with a daily budget of 2,000 yuan will get more traffic than an advertising plan with a daily budget of 1,000 yuan. At the same time, when there is less budget remaining, the delivery speed will slow down.

Historical performance: account duration, historical consumer finance.

Market changes: Traffic is restricted during special holidays, and traffic during e-commerce holidays (traffic is purchased in packages such as June 18, Double 11 and Black Friday) is tilted towards e-commerce products.

Bid: According to the CPC transaction price = the next bid * the next quality / your quality + 0.01 formula

In the actual delivery of the above figure, the CTR of plan A is 5%, while the CTR of plan B is 1%. So the bidding for display ranking is:

What does this mean? This is equivalent to you spending the same amount of promotion fees as others, but others get 1 customer while you get 5 customers . High click-through rate brings high display and low cost. This is also an important reason why the case in this article can keep the conversion cost so low.

Suggestion: According to display weight = quality x bid , you can slightly increase the bid in the initial stage of delivery to obtain more display volume. (In addition, here is a small optimization tip: add a small tail when bidding. For example, if you plan to bid 2 yuan, you can set it to 2.01 yuan. The advantage of this is that you have the opportunity to gain more exposure with little increase in advertising costs.)

Analysis: What influences click-through rate? How to quickly increase advertising CTR?

"Overseas shoppers buy shoes here, all items are tax-inclusive, and black 5 famous brands are 30% off" is more attractive than the same selling point "Invite you to experience a new model of overseas shopping, all items are tax-inclusive, and black 5 famous brands are 30% off."

When you go to the supermarket to buy fruit, it is hard not to encounter queues. If you plan to buy some fruit to take home after get off work, would you pay more attention to such information?

Ineffective advertising often ignores the tasks that the audience wants to complete in the current scenario.

For example, the high prices of luxury goods often make people feel that they cannot afford them. At this time, the advertisement is associated with the emotion of "people complaining about not being able to afford luxury goods."

Tag targeting is also an important factor affecting click-through rate. It is based on the principle that "past behavior is the best predictor of future behavior" and uses big data technology to identify "what you have paid attention to recently", "where you have been" and "what you have consumed" to the user ID, so that you can push marketing content to your potential customers more quickly.

For example, a company that sells car accessories is more likely to give priority to users who have bought car insurance online rather than those who pay attention to car news.

The principle of OCPC can be simply understood in one sentence: if a certain audience group is found to have a high conversion rate for an advertisement, the advertising platform will appropriately increase the bid so that the advertisement can get more exposure opportunities for this audience. If the conversion rate is low, the bid will be lowered.

This shows that OCPC is directly driven by the conversion (completion) rate, and ultimately falls on the final conversion rate .

Now we understand that the OCPC function actually adjusts the auxiliary device to make the conversion rate advertising more effective. As for the advertisements with poor conversion effect, unlike the CPC plan, your advertising fee will not be spent all at once without conversion (which often happens in the CPC model), but your consumption will be reduced to find other groups.

Therefore, you should work backwards from your business to find the factors that affect app user conversion rate, such as registration rate , activation rate, download rate, and click-through rate. You should improve and optimize them step by step until you reach the optimal situation, allowing OCPC to amplify your conversion effect.

That is: conversion rate = exposure x click rate x download rate x activation rate x registration rate

Analysis: The OCPC plan needs to go through two stages. The first stage CPC is data accumulation. After accumulating 250 data, it enters the next stage. Therefore, it is recommended to increase the bid and enter the second OCPC stage to make the conversion more accurate and the cost more controllable.

How to maintain continuous business growth under sky-high traffic prices?

The growth rate of Internet users is slowing down and the cost of obtaining traffic is becoming more and more expensive. This is a recognized fact in the Internet industry.

What’s even more frightening is that for some products, even as traffic grows, their conversion rates continue to decline. The decline in business conversion rates produces a series of adverse reactions, first a contraction in cash flow, followed by a reduction in advertising budgets. This means that you have to work hard within the limited traffic and increase business conversion rates in order to maintain sustained business growth.

The author has been in charge of user growth for the product for the past three years and has implemented advertising on about 20 mainstream Internet channels, bringing in more than 30% business growth. As traffic becomes more and more expensive, improving conversion rate is the key. Based on the actual growth of my business, I have tried to summarize some suggestions for improving conversion rates in various channels. I hope it will be helpful to everyone.

2. Contrast effect: The human brain is numb to unchanging information, but is more sensitive to contrasting and changing information.

Be careful not to write too much copy . The effective reading time of the channel should be different and the phased goals to be completed should also be different.

The fragmented nature of mobile information flow (effective reading time is 3 seconds) determines that users will not stay on the page for too long , and the copy also completes different goals in stages, first using graphic ads to stimulate users' interest, and then the landing page copy solves users' questions and regains their trust.

Any promotion done by a company must be for the purpose of "increasing purchases" or "directing traffic to the product", but the copywriting does not have to achieve these two goals right from the start. Therefore, we understand that the goal of the copywriting is to achieve different goals in each stage. For example, your copywriting may share the content of a class, so your copywriting goal may not necessarily be to buy the course, but it may be to get users to share the content.

Here are a few copywriting creative search websites. When you can’t think of a good copy or are scratching your head for placement data, you can look for inspiration on them.

app growing (original ASO ): https://appgrowing.cn/

Information flow radar: http:// feed sradar.ad1024.com/site/index

Zingfront (including Facebook and Twitter advertising copy): http://www.zingfront.cn/

As well as nine orchids, and the creativity of the pen tip.

Analyze business with web page heat map:

When a large amount of traffic comes in, continuing to improve the page conversion rate, even if it increases by 0.5%, it may directly save millions of advertising fees. Therefore, in promotion work, it is recommended to use page heat click charts multiple times to help us improve advertising conversion effects.

For example, when users browse the second screen of a delivered page, the browsing reach rate drops from 61% to 17%. Is user loss so serious? Is it because the copy is not persuasive enough that users lose the patience to continue browsing? Or is it that the copy is too long, causing users to be disgusted?

Therefore, we then consider whether to move the case section that users like upwards and whether to reduce the length of the landing page copy.

With these assumptions, we conduct A/B testing step by step to find the page with the highest conversion rate.

For example, in the picture above, a floating download button is placed below the landing page. No matter how you slide, the download button is always at the position of your thumb below the screen of your mobile phone, so you know what to do without even thinking about it?

Therefore, never underestimate the laziness of the "freeloaders" . If necessary, tell users clearly in the design: what should you do now.

During rest time: 19:00-00:00 on weekdays, 6:00-24:00 on weekends

Suggestion: For the setting of targeted groups, it can be divided into two steps :

1. In the initial stage of launch, the targeting range should not be set too narrow . Firstly, because the user data management platforms (DMP) of various media have different definitions of audience tags, this may cause the advertisement to deviate from your target users and fail to get conversions. Secondly, because the audience you set is too narrow, the optimization cycle becomes long and too little conversion data is accumulated, which is not conducive to rapid development, multi-plan, and multi-dimensional delivery in the middle and late stages.

2. In the middle and late stages of the campaign, collect the data from the early stages, analyze the effective advertising plans in the background, identify the audience groups with high conversion rates, and adjust the advertising plans for these groups.

The following is an actual case: extracting the conversion data accumulated in the previous stage of the campaign, it was found that the top two interests were "legal services" and "culture and entertainment", and then the plan was adjusted specifically for these two groups of people.

04Data Analysis and Tuning

1. Traffic/copy conversion attribution analysis runs through the entire delivery process. Check out the three main reasons for low conversion rates on landing pages:

①Poor traffic quality;

②Poor landing page content;

③Long loading speed.

During the delivery process, track the traffic quality of each channel, arrange GA or PTengine detection code for the delivery link, monitor the traffic entering the product, analyze the traffic bounce rate, attribution, value conversion visit status, etc.

Albert Einstein once said: "It is often more important to ask a question than to solve it. I will spend 90% of my time trying to figure it out and 10% solving it."

Solving a problem may just be a matter of mathematical or experimental skill. However, raising new questions, new possibilities, and looking at old problems from a new perspective requires creative imagination . If you don’t analyze the data , you won’t find the optimal target audience and delivery time period, and there will be no 6% increase in conversions.

2. When accumulating sample data, the release cycle should not be too short. The shortest recommended cycle is 2-3 days to avoid invalid data and special case data from biasing your analysis ideas.

3. Digital marketing brings about the era of compound interest for advertising. Due to the development of Internet advertising, advertising can be regarded as an ultra-short-term investment because the returns are extremely fast.

For example, in the beauty and weight loss products industry, if you spend 100,000 yuan on Taobao Through Train or public account advertising and see results, you can recover the principal and profit in a short period of time. The advertising cycle will be 120 times a year. If you recover the advertising principal and profit and continue to advertise at a 10% profit, then the principal and profit after one year will be 9.27 million. This change has brought benefits to advertising because the cycle is shortened and the results can be seen at any time. And the way to recycle advertising is to track conversion value through data analysis.

In the following case, the cost of the user's first order is 85 yuan, the average order value is 850 yuan, the gross profit is 8.9%, and the advertising fee is 85,000 yuan every 25 days, with a payback period of 25 days.

Then the profit for one year is:

This is also the reason why Taobao, Tmall , and JD.com, even though they have become so big, still spend huge amounts of money to buy traffic.

In the past, we relied more on experience to make decisions, but now we rely on data to drive operations. There are two points that people tend to overlook: one is how to implement data analysis; the other is what kind of marketing tools to use. I hope that through the review of this article, you will not only know the facts but also the reasons behind them.

Being able to sort out these ideas and implement them into practice, including channel operations and advertising, can be responsible for 90% of product promotions.

The application of these knowledge and systems cannot be separated from the correct marketing thinking:

User survey—content production—channel distribution—data collection—adjustment and optimization

Every link in the marketing closed loop is worth careful consideration. Take user research as an example. It is not directly reflected in the article, but the "archival method", "experimental testing method", "observation method" and "questionnaire" are actually used to think about users. Utilizing this complete marketing loop is enough to continuously generate new business growth points.